Medium Anxiety Effect

时间：2021年4月9日（周五）上午 10：30-12：00

地点：zoom线上平台

（若有意参会，请将参会请求通过电子邮件发送至: shyang2018@nsd.pku.edu.cn以获取会议链接）

主讲人：Xianchi Dai, The Chinese University of Hong Kong

题目：Medium Anxiety Effect

摘要：

In this research we found a medium anxiety effect in which people discount a delayed gift certificate more than a delayed product. Through a series of lab and field experiment, this effect held for different elicitation methods (matching, choice, and ratings), product types (utilitarian and hedonic), temporal frames (deferring and expediting), and in both hypothetical and real behavior. The medium anxiety effect occurred because a gift certificate is a medium that entails greater uncertainty due to the additional procedures required to realize the consumption of the final product. Such uncertainty further increased impatience. Theoretical contributions and business and real world implications are discussed.

主讲人简介：

Xianchi Dai is currently an associate professor of marketing (with tenure) and the marketing PhD coordinator at the CUHK Business School, the Chinese University of Hong Kong. He received his PhD from INSEAD, and worked at the Center for Decision Research, the University of Chicago Booth School of Business before joining CUHK. His research interests are in judgment and decision making, behavioral economics, and behavioral insights in big data analytics. He has published his research in top international journals in marketing, management, and psychology, such as Journal of Consumer Research, Journal of Marketing Research, Organizational Behavior and Human Decision Processes, Journal of Personality and Social Psychology, Journal of Experimental Psychology General, and Psychological Science. Professor Dai has won numerous awards for his research, including European Association for Decision Making Biennial Best Paper Award (De finetti Award, the only Asian winner in history), American Marketing Association Summer Conference Best Track Paper Award, INFORMS Decision Analysis Society Best PhD Paper finalist, and CUHK Young Researcher Award, among others.